By: Reynaldi Lolong, MFA '13

Since it began in 2004, the New York Musical Theatre Festival (NYMF) had become a mainstay of the fall theater scene in New York. Traditionally held in September, the Festival had been hailed as “the Sundance of musical theatre.” Over the course of three weeks, dozens of new musicals were showcased, featuring a wide range of talents that included first-time writers and Broadway stars.

Behind the scenes, Hurwitz and his small, hardworking staff were gearing up for a major announcement. The launch of the 2011 Festival would also carry the surprising news that the 2012 New York Musical Theatre Festival would be held in July. By placing the Festival at the peak of tourist season instead of at its usual spot in September, Hurwitz would set NYMF up for what he believed to be the “single greatest strategic change” in its history.

This case illustrates the relationship between positioning, competitive advantage, mission, and strategy.

This video includes interview footage of the Stage Manager of Fucking Hipsters Lindsey Turteltaub and Writer/Producer of Fucking Hipsters John Ballinger along with backstage and pre-performance footage.

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